You can view videos online by purchasing a subscription.
Videos are not available for download. Some cases only have a video.
If there is no written PDF, only the video is available for the case.
Subscribe here
X
2006 GOLD CORPORATE REPUTATION
UNITED STATES
Kodak Brand Transformation
RAN IN: United States
CLIENT
Eastman Kodak Company
Marianne Samenko, Director- WW Mtg. Services & Div. VP Lisa Hackett, WW Mgr. Brand & Advertising Pierre Schaeffer, CMO- Consumer Digital Imaging Group Amy McHale, Dir.- Brand Comm. Research
Rich Wallace, Associate Creative Dir. Richard Ryan, Associate Creative Dir. Mike Wilson, Group Creative Dir. Micola Bell, Executive Group Dir. Keith Newton, Worldwide Group Planning Dir. Freya Williams, Strategic Planning Dir.
Carat International
Mindshare
SUMMARY
As 2005 dawned, the Kodak brand lacked the digital and innovation credentials it needed to compete in the digital marketplace. By broadening its definition of itself and the category, Kodak was able to leapfrog over competitors and change the terms of the debate to transform itself from left-behind king of film to innovative leader of imaging.
